It's Back to a Lead Agency Model for Petco

With Petco's hiring of Vitro, the retailer's on-again-off-again flirtation with the lead agency model is on again.

Petco hired previous agency Draftfcb in 2010 to handle projects. The following year, the shop became lead agency, only to shift back to project work in early 2013.

The Vitro hire follows a review that began in the spring. Draftfcb, whose Irvine, Calif. office worked for Petco, was among the other finalists. Chief marketing officer Elisabeth Charles led the search.

Media planning and buying were not in play and remain at Interpublic Group's Initiative.

The San Diego-based Petco, which has more than 1,100 stores nationwide, spent more than $28 million in media last year, up slightly from about $26 million in 2011, according to Nielsen. Those figures don't include online spending.

Vitro, an independent agency, also is based in San Diego. Its other accounts include Red Robin, Asics and Alaska Communications.

With Petco's hiring of Vitro, the retailer's on-again-off-again flirtation with the lead agency model is on again.

Petco hired previous agency Draftfcb in 2010 to handle projects. The following year, the shop became lead agency, only to shift back to project work in early 2013.

The Vitro hire follows a review that began in the spring. Draftfcb, whose Irvine, Calif. office worked for Petco, was among the other finalists. Chief marketing officer Elisabeth Charles led the search.

Media planning and buying were not in play and remain at Interpublic Group's Initiative.

The San Diego-based Petco, which has more than 1,100 stores nationwide, spent more than $28 million in media last year, up slightly from about $26 million in 2011, according to Nielsen. Those figures don't include online spending.

Vitro, an independent agency, also is based in San Diego. Its other accounts include Red Robin, Asics and Alaska Communications.